Handal Indah Sdn Bhd

BRAND STORY

“Causeway Link” was chosen as the branding of choice when its initiator, Mr Lim Han Weng founded the company in 2002. With the founding objective of easing the daily travel of the many commuters who travel thru border to work every day, Mr Lim wanted “Causeway Link” buses to be the transportation of choice to link customers across. The yellow buses, and the tagline of “The Smiling Bus” also communicates Mr Lim’s aspiration for the buses to be universally identifiable as a provider of services which are friendly and approachable for locals and visitors alike.

 

BRAND VALUE

With Madam Bah Kim Lian and Ms Lim Chern Fang as the driving force behind the company, Causeway Link has expanded its range of services and depth of services to make Causeway Link the largest stage bus operator in Johor. In addition, to cater to the requirements of visitors, HISB (Handal Indah Sdn Bhd) has also been keen to develop not just a wide range of services, but also deliver high quality services, which is aligned with “The Smiling Bus” tagline. The company has its own learning and development Centre, and works with external training institutions to continuously invest in the development of bus captains, and to elevate their perception of public transportation. This is done to better the delivery services, which are friendly, reliable and easily accessible.

 

BRAND DEVELOPMENT

Causeway Link’s team of young and dynamic individuals chooses social media as a way to promote the usage of public transportation for its environmental benefits. Running contests and games to keep the community engaged about public transportation through a fun way is something, which the Causeway Link team takes up upon itself for the betterment of the industry. Also, keeping pace with the state of technology, Causeway Link has started introducing its own contactless ticketing and mobile-based journey planning to leverage on technology to bring about convenience and peace of mind for the regular commuter.

 

PROMOTION

Recently, with the many new tourist publicities springing up in Johor and Singapore, Causeway Link has also started offering visitor tickets and packages for visitors bundled with transportation, which can be purchased online and at counters.